Dive Brief:
- Nielsen is making its Nielsen Marketing Cloud audience segments available across the Amazon Ads marketplace, Nielsen said in a press release.
- Advertisers will be able to access Nielsen’s proprietary data sets to target audiences across categories, including CPG, auto and finance, on Amazon platforms like Prime Video, Freevee, Twitch, Fire TV and Amazon.com.
- Nielsen’s audience segments will be available through Amazon DSP and its Amazon Marketing Cloud data clean room. The partnership, which follows a previous deal between Nielsen and Amazon around measurement, promises to help advertisers deliver targeted ads across multiple platforms and formats.
Dive Insight:
The deal with Nielsen is another example of how Amazon continues to expand its role in the demand-side platform (DSP) and ad-serving technology space. The company recently reported that revenue for its advertising business grew 24% year-over-year to $17.7 billion, and it has been touting deals with Roku, Disney and Netflix that have greatly expanded its reach and scale.
Most of those deals had to do with expanding Amazon’s access to premium inventory. The new Nielsen Marketing Cloud partnership is designed to help advertisers better target their audiences. The audience segments, created through Nielsen’s first-party panels combined with third-party sources, provide a view of how consumers engage with media across channels and platforms.
Combining this data with Amazon’s trillions of shopper and viewer first-party data signals provides a value-add for advertisers who are looking for full-funnel, closed-loop measurement and attribution. It also more fully cements Amazon Ads as an all-in-one offering that company CEO Andy Jassy has already characterized as “fully realized.”
“The Amazon value system of price, selection and convenience holds true even in the advertising org, to really be able to provide customers a selection of offerings, allow them to pick the path by which they want to be activating their marketing budgets, but making sure that we’re providing them the right insights and data to make the best choice for their business,” Meredith Goldman, director of Amazon DSP at Amazon Ads, told Marketing Dive last month.
